M A D E I N C A T T E L A N D
January, 10 2018
Maurizio Cattelan invades museums’ gift shops with
the “art for all” teaser project dedicated to contemporary art supporters
MADE IN CATTELAND is the last project by Maurizio Cattelan: the most controversial Italian
contemporary artist surprises its audience once again and announces the presentation of an “art
for all” project dedicated to the most important museum shops in the world.
MUSEUM LEAGUE is the preview of a new incursion: a homage to all contemporary art fans,
who will finally be able to declare their love for their favourite museums with real hooligan scarves.
The idea comes from the fact that museums are more and more meeting spaces for art lovers:
contemporary art institutions are, nowadays, reference points for communities, just like soccer teams.
Colours are perfectly matched, and so are the name of the institutions and the “museum
chants”, one for each scarf, created according to the museums’ DNA and coordinated images.
Many international museum already agreed to be part of this project, and each one will be selling
the scarves in their shops and e-shops: the idea is to build a growing museums’ league which
could potentially involve all the international players in the contemporary art world.
“Inspired by Joseph Beuys’ quote ‘everybody can be an artist’ I like to think that ‘everyone can be
a collector’”, Maurizio Cattelan explains. “MADE IN CATTELAND tries to redesign the shape of
museums’ gifts shops: their audience is the same as art shows, but most of the times their offer
has nothing to do with museums or the works of art displayed in them. Visitors are usually forced
to pass through like in a duty-free shop. Why shouldn’t the shops have the same aesthetic path as
the museums themselves?”.
Maurizio Cattelan confirms his ability to contaminate and re-invent unexpected spaces: MADE
IN CATTELAND and the teaser project MUSEUMS LEAGUE demonstrate the will to reach the public always exploring new formats.
MUSEUM LEAGUE’s scarves are produced by Seletti, the Italian design brand which renews its
collaboration with Maurizio Cattelan after the success of the Seletti wears TOILETPAPER
collection, the project which since 2014 sees the images of the magazine by Cattelan and
Pierpaolo Ferrari contaminate daily objects thus transforming the exclusivity of art into accessible items.
The international institutions taking part to Museums League are:
MoMA, New York, USA
Guggenheim, New York, USA
New Museum, New York, USA
Whitney Museum of American Art, New York, USA
Brooklyn Museum, New York, USA
MoMa, San Francisco, USA
MOCA, Los Angeles, USA
Hammer Museum, Los Angeles, USA
MCA, Chicago, USA
Bass Museum, Miami, USA
Pérez Art Museum, Miami, USA
Broad Art Museum, East Lansing, USA
Aspen Art Museum, Aspen, USA
Fondation Beyeler, Basel, Switzerland
Centre d’Art Contemporain, Geneva, Switzerland
Palais de Tokyo, Paris, France
Fondation d’entreprise Galeries Lafayette, Paris, France
MAXXI Museo nazionale delle arti del XXI secolo, Rome, Italy
Accademia di Francia a Roma – Villa Medici, Rome, Italy
Pirelli Hangar Bicocca, Milan, Italy
La Triennale, Milan, Italy
Museo della Moda e del Costume, Florence, Italy
Fondazione Sandretto Re Rebaudengo, Turin, Italy
Castello di Rivoli, Rivoli, Italy
MADRE museo d’arte contemporanea Donnaregina, Naples, Italy
Hamburger Bahnhof – Museum für Gegenwart, Berlin, Germany
Pejman Foundation, Tehran, Iran